Brainchild of Mehdi Lamloum , Regional CD from Social@Ogilvy, Shop Elsewhere is a very imaginative business model that helps independent fashion designers compete with the big labels. The familiar ‘you may also like’ ubiquitous online was brought to life using QR codes attached to purchased items. Shoppers can then find complementary products from other shops, curated and matched by the designers themselves. The idea was developed by OgilvyAction Hong Kong.